|Total Online Population (000's) in 2012||15,550
|Percentage of Population Online in 2012||92.9%|
There were 15,549,787 internet users in the Netherlands (representing 92.9% of the population) in mid-year 2012 (June 30, 2012), according to Internet World Stats. (Internet World Stats, October 2012)
There were 12.4 million internet users in the Netherlands in 2012, according to Statistics Netherlands. This is 96% of all 12 to 75 year-olds. (Statistics Netherlands, October 2012)
Of Europe's 372 million unique visitors, Netherlands accounted for 12.0 million unique visitors during August 2011, according to comScore. The country ranked second in engagement with users spending an average of 32.8 hours online in the past month, consuming 3,181 pages online. (comScore, October 2011)
The Netherlands ranked highest among European countries in terms of frequency of internet visitation with 78.2 visits per visitor in September 2010, according to the findings from a comScore study of internet usage in the Netherlands.
European internet users age 15 years and older accessed the internet on average 58.9 times in September 2010. The Netherlands ranked highest in Europe with 78.2 visits per visitor, nearly 20 more visits per month higher than the European average. The U.K. ranked second with 71.3 visits per visitor, followed by France (68.4 visits per visitor) and Spain (63.7 visits per visitor).
The 11.9 million internet users in the Netherlands age 6 or older spent an average of 31.9 hours online in September 2010, with the Web portals category, which includes Microsoft, Yahoo! and AOL, leading the way at 7.2 hours. Instant messengers ranked second with an average of 6.9 hours per user, followed by social networking sites, such as Hyves, Facebook and Twitter, at 3.5 hours per visitors in September. Dutch internet users spent more time on social networks than on E-mail, Multimedia, Online Gaming, Auctions or Classifieds sites.
Wolf Allisat, comScore EVP for International Markets indicated that the Dutch are rather sophisticated internet users, as evidenced by their high frequency of usage and engagement with a variety of different online content. (comScore, October 2010)
34% of the Dutch population aged 75 years old or older occasionally used the internet in 2012, according to Statitiscs Netherland.
The internet use rate is considerably higher among 65 to 75-year-olds and has risen rapidly from 42% in 2006 to three quarters in 2012. Almost everyone under the age of 65 uses the internet.
Nearly half of men aged 75 or older occasionally use the internet (i.e. nearly twice as many as their female counterparts). In the 65 to 75-year-old population, the gap between men (83%) and women (76%) is much narrower.
Nearly all internet users e-mail and two thirds surf the internet to gather information. Chatting and social media are far less popular among older people. Only one in ten over-75s and one quarter of 65 to 75-year-old people using the internet are active on social media, compared to 71% of under-65s.
With respect to online shopping, there are also obvious differences between the various age groups: eight in ten 12 to 65-year-old internet users occasionally buy something online. The ratios for 65 to 75-year-olds and over-75s are four in ten and one in ten respectively.
Apart from e-mailing, older internet users surf the web to retrieve information and for online banking. They also book trips, read newspapers, watch TV and listen to the radio online. (Statistics Netherlands, May 2013)
UGC and Social Media
10 million people accessed a social networking site in the Netherlands during May 2013, according to comScore MMX. This category reached 85.3% of the total Dutch internet audience.
Facebook was the clear leader with 8.7 million unique visitors; more than double that of LinkedIn who came in second place with an audience of 3.8 million unique visitors. Twitter ranked in third position with 3.5 million unique visitors that month.
Top five social networking sites in the Netherlands:
1. Facebook: 8,759,000 unique visitors
2. LinkedIn: 3,853,000
3. Twitter.com: 3,498,000
4. Hyves: 2,001,000
5. Tumblr.com: 1,084,000
Analyzing the demographic profile of these social networks in more detail shows that Dutch social network, Hyves, attracted a large share of the older population with two thirds of their users over the age of 35 (69.4%), whilst nearly half (49%) of Tumblr's users are under 35. The number of visitors aged 45-54 accounted for the largest segments of the Dutch audience for both Twitter and LinkedIn whereas people aged 55+ made up the biggest proportion of Facebook users in May 2013. (The comScore Data Mine, June 2013)
A total of 53% of internet users in the Netherlands in 2011 reported they had been active on social networking sites like Hyves, Facebook or Twitter in the previous three months; 88% of them were under the age of 25, according to Statistics Netherlands. Additionally, one in five internet users are active on the business-related social networking site LinkedIn. (Statistics Netherlands, October 2011)
The Dutch social networking market continues to grow strongly as sites like Facebook, Twitter and Linkedin extend their respective footprints in the market, according to comScore. The social networking market in the Netherlands is one of the few markets remaining where a local social networking player (Hyves) continues to lead Facebook, but that lead is becoming increasingly tenuous.
Another interesting facet to this market is that the Netherlands has the highest internet penetration worldwide for two of the other key global social networking sites, Twitter and LinkedIn.
Despite the overall maturity of the internet market in the Netherlands, the social networking category continues to advance, growing 18% to 11.5 million visitors in March 2011 (representing 96% of the online population). Hyves continues to hold the top position among social networking sites in the market with more than 7.6 million visitors in March, but Facebook is quickly gaining ground, surging 76% in the past year to nearly 6.6 million visitors. Twitter.com and Linkedin.com rank third and fourth, respectively, with more than 3 million visitors and each growing approximately 70% in the past year.
Top five social networking sites in the Netherlands, March 2011 (Total Netherlands, Age 15+, Home & Work Locations):
TOTAL INTERNET: TOTAL AUDIENCE: 11,953,000 (almost unchanged compared to March 2010)
Social networking: 11,490,000 (+18%)
1. Hyves: 7,650,000 (-1%)
2. Facebook.com: 6,556,000 (+76%)
3. Twitter.com: 3,207,000 (+67%)
4. Linkedin.com: 3,118,000 (+70%)
5. Windows Live Profile: 2,769,000 (-5%)
(comScore, April 2011)
Nearly 80% of internet users in the Netherlands purchased goods online in 2011, according to Statitsics Netherlands. The number of e-shoppers is marginally higher than in 2010, but the annual increase over the past two years is below the average level since 2002.
The survey found that 72% of internet users who purchased goods online in the preceding three months, the so-called frequent e-shoppers, exclusively bought new goods and 4% only bought second-hand goods. Almost a quarter did both. In 93% of cases, online shoppers buy goods from Dutch companies and individuals. Nearly one in five internet users occasionally order goods in other countries of the European Union and more than one in ten purchase products in other parts of the world. (Statistics Netherlands, October 2011)
Online Travel Market
Around seven in ten (69%) Dutch people aged 16-75 years shopped online in 2011. This figure reflects the continuing increase in online shopping in the Netherlands, and places the Netherlands among the top online shoppers in the European Union behind the UK, Sweden and Denmark.
Travel tickets and holiday accommodation are the most popular items bought by the Dutch online, according to Statistics Netherlands. Nearly 60% of online shoppers bought these products in 2011. Clothes and sports items, tickets for events and books are other popular items. (Statistics Netherlands, May 2012)
Mobile / Smartphones
TThere were 12.4 million internet users in the Netherlands in 2012, according to Statistics Netherlands. This is 96% of all 12 to 75 year-olds. Six in ten internet users had used mobile devices to go online in the three months before the survey. This share has tripled since 2007. In 2011 only 50% of the internet users used a mobile device to go online.
The use of the mobile internet increased particularly among young people in the 12 to 25 age bracket. About 86% regularly used mobiles to go online in 2012, compared to 21% in 2007. Mobile internet use also grew fast among the other age brackets. The 64 to 75 year-old internet users have the lowest share of just 21% in mobile internet use.
The mobile internet users prefer devices that are small and handy, such as the mobile phone, which is used by nearly half (47%) of all mobile internet users. Two thirds indicated they use them almost daily. Laptops (34%) and tablet computers (19%) are also regularly used to go online.
Mobile internet users using the small devices, such as mobile phones or handhelds, mainly do so to stay in touch with people. Almost three quarters use email and over two thirds participate in the social networks Hyves, Facebook and Twitter. Reading news and newspapers (62%) and fun - playing games and listening to music - (58%) are the favourite uses.
Four in ten internet users do not use mobile devices. Almost three quarters of them (73%) indicated that they do not need the internet outside their home or work. Furthermore, 16% mentioned the huge expense as their reason not to use mobiles to go online. (Statistics Netherlands, October 2012)
Last Updated on Monday, 01 July 2013 11:16